The third Beautyworld Saudi Arabia - the Kingdom’s only dedicated exhibition for beauty products, hair, fragrances, and wellbeing - will open its doors at the Riyadh International Convention & Exhibition Centre (RICEC) on March 21st.

Organised by Saudi-based Al-Harithy Company for Exhibitions (ACE) Group, under licence from UAE-headquartered Messe Frankfurt Middle East, the three-day event will feature 82 exhibitors from 15 countries.

“This third edition of Beautyworld Saudi Arabia, which is only open to trade professionals, will build on its predecessors and enable business penetration of a major market characterized by high income consumers and a growing, image-conscious youth population,” commented Maria Cecilia Canlas, interim Show Director. “For the first time, the show will take place in Riyadh, the Kingdom’s capital and commercial hub, offering a strategic gateway for beauty majors to tap into the vast central and eastern regions.”

Canlas said visitor pre-registration levels in 2022 are significantly higher than the show’s previous edition pre-pandemic in 2019, which took place in Jeddah. “It’s clear there is strong intent to re-connect and re-engage with the market.”

Changing Trends

Sales of cosmetics and beauty products in Saudi Arabia are forecast to reach USD 5.5 billion in 2022.

“Saudi consumers are extremely well informed, with social media driving awareness of product ranges and availability,” explained Canlas. “Saudi Arabia has the global highest YouTube watch time per capita with the channel’s beauty focused content attracting over 1.9 billion views in the Kingdom – a figure reported to be rising by almost 187 percent annually – while Google has reported that Arabic beauty content is growing faster than that produced anywhere else worldwide. The Kingdom’s GenZ and Millennial consumers are becoming increasingly conscious about product ingredients and demand for organic, vegan, and ethically sourced cosmetics is growing. Hygiene has also risen up the agendas of fitness suites, salon, and spa customers who have become more health and safety aware as a result of the pandemic.”

Beautyworld Saudi Arabia 2022 will feature four dedicated show segments:
- Fragrance;
- Hair, Nails & Salon Supplies;
- Cosmetics & Skincare;
- and Machinery, Packaging, Raw Materials & Contract Manufacturing.

Beautyworld Saudi Arabia will be open daily from March 21-23 from 11am to 7pm.